Computer‐based support for marketing strategy development

Abstract

Reports on an investigation of computer‐based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is clarified. The needs for computer‐based support are identified. The status and underlying problems of existing computer‐based information systems for developing marketing strategy are then examined. Finally, a mail questionnaire survey on computer‐based support for developing marketing strategy is discussed. The major issues addressed in the survey were: managers’ needs for computer‐based support in developing marketing strategy; the current provision of computer‐based information systems; and the gaps between the identified needs and current provision. It is believed that this was the first study to use a large‐scale questionnaire survey to explore these issues. The findings provide important evidence and implications for both researchers and designers of computer‐based support for marketing strategy development.